Understanding social customer relationship management adoption: qualitative insights

Acknowledging that research on social customer relationship management (CRM) adoption remains scant, grounded in the theoretical perspectives of dynamic capabilities and technology adoption, and exploratory results from a ?eld investigation of twelve firms drawn from a single industry, we identify and group relevant variables that potentially influence social CRM adoption into nine first-order categories. This qualitative picture can be used as a theoretical basis for studying social CRM adoption. Extending practitioners' understanding of the nature of these categories may lead to better insights into how social CRM adoption can be managed more effectively.